Pierre Robert is a well-known Nordic clothing brand focused on underwear, hosiery and sportswear. Its business model is different from many of its competitors’ – its products are sold in supermarkets, hypermarkets and convenience stores.
But this sales channel presents a barrier to hosiery purchase for two reasons:
- People don’t like putting hosiery in the same shopping basket as milk, cereal, vegetables and other groceries. They’re inclined to be in the wrong mindset, since underwear and hosiery is more often bought in clothing stores.
- The hosiery selection offered in grocery stores tends to be seen as an inferior quality, unfashionable product.
Consequently, the level of trial for Pierre Robert hosiery has been low. However, the repeat purchase level is high among women who have tried their products.
Agency partner OMD Sweden was challenged with finding a way to kickstart more trials and boost awareness of Pierre Robert hosiery and its outstanding availability. Could they change the perception of the brand?
OMD’s team started thinking about how to make Pierre Robert’s barrier its biggest selling point.
An OMD Snapshot Survey of the target group revealed two kinds of hosiery purchase: planned and crisis. The crisis purchase – made when women have torn their tights on the way to, or in the middle of, social and work events, when clothing stores are closed or too far away – provided an interesting opportunity.
In order to turn this emergency situation into an empathetic experience, Pierre Robert would come to the rescue of new customers, replacing their torn hosiery and highlighting the brand’s convenient availability. #BIKEMYTIGHTS was born.
The idea was that any woman in need of a new pair of tights would take a photo, upload it to Instagram with the hashtag #BIKEMYTIGHTS, and add their location. A caped #BIKEMYTIGHTS bicycle messenger would then bring a new pair of Pierre Robert tights directly to the woman’s party, dinner, et cetera.
A dedicated campaign website enabled damsels in distress to track, see and speak to the bike messenger who was making their delivery via GoPro, Periscope and GPS. The site also had a queue function to aggregate the hashtagged photos, with one column showing ‘people in need’ and the other showing ‘saved people’. In addition, this feature pinpointed nearby purchase locations for people out of reach of the delivery service, in order to emphasise the convenience factor.
A local video ad targeting Stockholm was created to explain the campaign fully and extend its reach.
DISTRIBUTION & ENGAGEMENT
The campaign was restricted to one location – Stockholm – during specific time periods (6pm to midnight on Fridays and Saturdays in October 2015), in order to manage delivery logistics, stock levels and a tight budget. There was a potential reach of 259,000 people in the relevant target group in Stockholm.
Digital channel distribution was used with a mobile-first focus.
To engage the target group and convey the ‘coolness’ of the campaign and the brand, seven of the most influential Instagram fashion and style bloggers with the largest followings in Sweden were recruited as brand ambassadors. They each recorded a high-quality fashion video describing the #BIKEMYTIGHTS campaign and posted it on their accounts, encouraging the target group to hashtag #BIKEMYTIGHTS and try the Pierre Robert brand.
To coordinate brand awareness, at the same time as a new Pierre Robert TV ad was aired nationwide, the #BIKEMYTIGHTS video ad targeting Stockholm was placed online on YouTube, Facebook, SmartClip and PlayAd.
RESULTS & OUTCOMES
The #BIKEMYTIGHTS campaign combined branded content, experiential and advertising elements to turn an offline event into a live online event, focusing on digital media. It has achieved extremely high reach for an activity that was live for only six hours on two evenings over three weekends, targeted at a niche audience, and produced on a very limited budget.
Given the campaign parameters, OMD couldn’t use its standard measurement tools. Instead, it tracked the campaign via Facebook, YouTube, SmartClip and PlayAd cookie data.
OMD also plans to interview some of the women who engaged with the recently finished campaign, in order to answer the million-dollar question: “Have participants changed their perception of Pierre Robert, and do they associate the brand with convenience?”
This case study was originally published in the 2015 Global Edition of Best of Branded Content Marketing (BOBCM), co-edited by Justin Kirby and Greta MacFarlane.